Standard Class

87% of 12- to 17-year-olds use the Internet, vs. two-thirds of adults, according to the Pew Internet & American Life Project. In October 2005 20.6 million people clicked on MySpace. The world is changing, and changing very fast, people in their teens and early twenties use many different forms of communication and entertainment. They hardly pay attention to the television let alone the adverts. They are chatting on IM, posting their own blogs or commenting on others. They are sharing weblinks and comparing views, sometimes they even talk on the phone, but it is probably skype or a mobile. They can sniff out a marketer at 100 paces, you need to be relevant and interesting to earn the precious attention of these valuable consumers. If you can prove your usefulness to them however, they will reward you by telling their extended virtual network of contacts about you but beware, they are fickle and can turn on you as fast as they promoted you.